January 2022 Mobile App UA & Creative Roundup

Our January 2022, Mobile App UA & Creative Roundup brings you expert guidance on the UA trends we will be watching in 2022, our latest Case Study featuring CGI for Wooga’s Switchcraft, and top-performing ad creative for dating apps on TikTok versus Facebook.

Brian Bowman, our CEO, was also a guest on data.ai’s Game Changers podcast where host Chris Uglietta and Brian discussed how to efficiently develop an A/B test ad creative in light of Apple’s IDFA tracking deprecation. Watch the first episode of the three-part series below.


UA and Creative Trends in January 2022


January 2022 mobile app advertising trends

First-party Data to NFTs: See the UA Trends We’re Watching

Mobile app advertisers are adapting to the evolving ad ecosystem. See the impact of IDFA loss and understand the A/B testing implications of automated buying. See how mobile-first companies are improving mobile app ad trends in 2022.


Wooga's Switchcraft Case Study January 2022

[Case Study] Wooga’s Switchcraft Gets CGI Makeover

Read our Case Study to see how we developed a 30-second CGI game trailer, 50 original concepts, and over 150 videos for Switchcraft to bring high-value players to the game.


dating apps creative trends

TikTok vs Facebook: Who Has The Better Dating Ads?

With the season of love upon us, dating app creative shows how persona-based creative appeals to the unique motivations of users. To understand motivation-driven advertising, check out this article!


media buying model

UA Media Buying Model: Facebook, TikTok, & Google App Advertisers

Structure your media buying with proven best practices using our Media Buying Model. Any mobile app can leverage distinct UA strategies and campaign parameters to develop a robust testing harness.


ad concept model

Ad Concept Model: Beat Facebook Creative Fatigue

It is possible to beat Facebook creative fatigue and consistently find new winning ads. Our Ad Concept Model is designed to systematize creative development and leverage user motivations to customize ad creative in a simple, repeatable framework.


Wooga’s Switchcraft Gets CGI Makeover

Consumer Acquisition was able to provide us with fresh, breakthrough ad creative that performed to meet different goals, from installs at scale to targeting high-value players. We were truly impressed by how Consumer Acquisition took our 2D assets and brought them to life. The creative process was collaborative and Consumer Acquisition tested all types of concepts and art styles to ensure we found what worked best. For our official game trailer, Consumer Acquisition created compelling 3D assets from scratch under a very tight deadline and we are thrilled with how it turned out. Consumer Acquisition’s commitment to creative research and rigorous creative testing was evident in the excellent results. — Nathalie Wood, Marketing Manager at Wooga

To compete against Gardenscapes, Small Town Murders, or Lily’s Garden, casual games studio Wooga needed compelling ad creative for their first story-driven puzzle match-3 game, Switchcraft. With a unique painterly 2D art style, Switchcraft features a dramatic relationship-driven storyline through diverse characters and magical gameplay. Nuanced character rigging and fluid animation were required to bring their evocative art style to life alongside 3D cinematics that combined realism with comic-book aesthetics.

Through our creative partnership with Wooga, Consumer Acquisition developed a 30-second CGI game trailer, 50 original concepts, and over 150 videos. We created entirely original 3D computer animation along with motion graphics, 2D animation and FX, text animations, lighting effects, character rigging, illustrations, and character design. We developed and tested ad creative that focused on different aspects of the game including themes of love, mystery, drama, or magic. And game mechanics of match-3 puzzles, spellcasting, and narrative choices.

Read our Case Study to see how we helped Switchcraft bring high-value players to the game.


Consumer Acquisition is now a part of Brainlabs

Consumer Acquisition acquired by Brainlabs January 2022

Consumer Acquisition has been acquired by digital marketing agency Brainlabs in an exciting move to expand capabilities for both existing and future clients. In this next stage of growth for Consumer Acquisition, we are thrilled to bring Brainlabs’ strengths in SEO, paid search, and programmatic display advertising to our clients.

Brainlabs’ portfolio of clients includes Mars, Samsung, Walmart Canada, Formula 1, Adidas, Bed, Bath & Beyond, and F5. Get more details on Brainlabs core services or contact us to discuss how these new capabilities can help you reach your 2022 goals.

January 2022 Consumer Acquisition by Brainlabs

data.ai Game Changers Video Series

Consumer Acquisition is thrilled to have partnered with data.ai for their new Game Changers video series. Brian Bowman talked with host Chris Uglietta about IDFA impact in a 3-part series you can watch here. Get expert analysis on:

  • How IDFA loss is impacting traffic quality, lookalike audiences, and onboarding flow
  • How to efficiently develop successful ad creative in a post-IDFA world
  • Post-IDFA best practices for creative A/B testing for Facebook, TikTok, and Google


We Are Hiring!

Are you creative, collaborative, data-driven, and approach every day with a growth mindset? Then we want to hear from you!

We are hiring across all departments for fully-remote positions. Check out this interview with Director of User Acquisition, Ariel Neiman to learn what it’s like to work at Consumer Acquisition.

Direction: Junior Creative Director (Global – Remote)

Editing After Effects / Animator (Global – Remote)

Engineering: Product Manager (Global – Remote)



User Acquisition

Consumer Acquisition in the News in January 2022

VentureBeat | Brainlabs acquires social ad creative studio Consumer Acquisition 

Markets Insider | Brainlabs acquires social ad creative studio Consumer Acquisition

Ad Exchanger | The Point Of Personalization; United Talent Agency Buys MediaLink

The Wise Marketer |  UA Formula to Beat Facebook Creative Fatigue: Consumer Acquisition’s Ad Concept Model



creative reels January 2022

More Creative Trends

Helpful Content

For more information on the UA trends we will be watching in 2022, please contact sales@consumeracquisition.com.

As part of Brainlabs
we now offer:

Paid Search | SEO | Programmatic

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Creative & UA Best Practices For Facebook, Google, TikTok & Snap ads.

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